A strong CRM culture in companies is what ensures that people and processes will be customer-centric and focused. It is very important that your team understand the importance and benefits that technology brings so that you can prospect, nurture, qualify, retain and delight customers much more easily.Technology is important in any company’s sales process. It always was and always will be. However, it is useless if the people who make it happen (ie your team) are not engaged with it. A CRM culture places software as the primary resource for performing all the steps and activities that the company needs to put customer success first. It is essential that it is assimilated throughout the company. It is a revolution in the way of working and dealing with information in all sectors of the company. Not just sales. That’s why today’s article talks about how to create a really strong CRM culture that puts the tool as a process enhancer. Learn how to deal with people’s resistance and how to increase productivity through technology. Good reading!
How to Create a CRM Culture in Companies in 3 Steps
You don’t create a CRM culture simply by hiring the platform and forcing your sales force to use it. I mean, you can even do that, but you won’t have motivation or people engaged in extracting the most from this sales system can offer the company. There are a few steps to take for people to see the value. The logic must be the same as the one the company applies to customers. You don’t think you’re going to push the product or service to your customer and they’re just going to see value in it, right? The process you go through is stage by stage, going deeper and deeper so that the customer sees the benefits and wants to use them. With your team, it’s the same thing. We have divided it into 4 steps to create a CRM culture in your company and have people engaged in using it to focus on the customer and on their success with the brand. Look:
1 – Don’t make CRM a control tool only
It’s a little obvious, but it needs to be said: happy, engaged employees ensure happy, engaged customers. It all starts internally. The change you want to see (such as achieving sales goals, for example) starts from the inside out. Of course, the most important “participant” in a CRM strategy is the customer. However, your team is a key player. It is he – and he alone – who has the conditions and knowledge to delight the customer at all times. Another important point is that, in order to have a CRM culture in companies, the software cannot be seen solely as a source for micromanagement. In other words, the team cannot see technology as a way for management to analyze only KPIs and have control over what teams do. That’s not why no sales head or commercial manager will be able to implement a positive CRM culture. If not, it’s quite possible that your team will rebel. Stop filling the tool. And then the commercial process and all its steps are compromised. So how about starting with a “why”. For a business to be truly focused on the customer experience, they are the “why”. Then why…
- does the company exist?
- Are the sellers going to work every day?
- is your product or service differentiated?
Cause, purpose and belief. This understanding is essential to inspire action, raise awareness and ensure the professional engagement of your team. No wonder that, according to a survey, 50% of CRM implementations do not meet the company’s expectations. Adherence by teams is compromised. And when that happens, well, you get it: the customer experience is compromised.
A CRM culture is not just for controlling (this is where the problem gets worse)
If your team doesn’t understand the real value of CRM; if he doesn’t understand the company’s whys, the process will be compromised. It’s like there’s no technology in the sales process. And worse: you’ll be paying for a tool that doesn’t make sense to your team. And with that we see very bad consequences, such as:
- Passing a baton of unqualified leads to the pre-sales team;
- Little or no qualified leads by pre-sales for sellers to work with;
- Lead without fit having schedules marked with the seller;
- Opportunities stagnated at various stages of the sales and pre-sales funnel ;
- Opportunities with incomplete information and skipping stages in the pipeline;
- Incomplete or wrong customer registration;
- A lot of rework, which increases CAC and sales cycle, etc.
2 – Understand that people don’t like change
A true CRM culture needs to be seen as something positive and purposeful for your team. And, well, we know that the comfort zone is often attractive (that’s why it has that name…). Changes can cause, at first, a distance and generate uncertainties and insecurities. As a manager, as a leader, it is a crucial point of attention. The change needs to be seen as positive by your sales team. It’s quite common for people to cling to their current processes. The way of working, the routine. In short, to everything that gives security. If your company has not gone through the digital transformation using a more basic CRM, moving to a full CRM can be awkward. In this sense, a change of mindset is fundamental. It is vital to understand that the new is relevant and comes to add, transform and help you to be better. Understanding the company’s culture and constraints is critical to determining a CRM implementation and positive influence plan. In theory, everything is very beautiful, right? Until you present CRM to your team it will be perfect. If your tool doesn’t fit or doesn’t help your team’s routine, it will obviously turn against it. And they can even create new problems that need to be resolved right away. After all, your customers will need attention during this entire process…
What to do?
The first step is to understand that these problems are with people. Not technology. After all, you researched and opted for the best CRM that made sense for the sales process and for the customer, right? So it is necessary to overcome cultural barriers. And that’s possible in some ways. Communication, of course, is the first point. But you need to prove the value of CRM. And ongoing training on the tool, features, benefits and impact is essential. But it’s the starting point. You have to delegate the use of CRM and believe that it will be populated. For that, why not create an incentive campaign? Link the full payment of the sales commission (or an extra one) for those who filled out the CRM. Everything you need:
- Internally performed activities (emails, calls, proposal, contract);
- Correctly filled in the customer registration and opportunity fields;
- Passed the lead through all phases of the sales funnel, etc.
You will see that by doing your team you will begin to see value in the tool you have. You will notice that all actions will be more agile and will be able to work on more opportunities at the same time.
3 – Problems, solutions, and benefits exposed
It is very common, perhaps it is something of the human being, that people attribute the problem to the previous act that occurred – the so-called immediate cause. They do this rather than actually looking for the root of the problem. And that’s bad. When trying to create a CRM culture in your company, these problems always end up disrupting your customer experience. After all, this is what every sales process is aimed at, right? The goal of having a CRM culture is therefore to identify and fill these existing gaps and work around the adverse situation. So, ask yourself:
- What is the current customer experience?
- What do I want the customer experience to be?
After all, a form culture of CRM is the key. And the strategic plan for closing this gap. And then think about where the process is failing today. Analyze together with your team. The points can be many.
- Bad, poorly written follow-up emails that do not generate value or simply at the wrong time;
- Sales funnel with few steps or steps that don’t make sense for the buying journey ;
- Poorly segmented contacts, with generic approaches and that, do not deliver value to the prospect;
- Lack of data and information about the opportunity and also about each customer, etc.
And why is this important for creating a CRM culture? Well, look around you. And go back to the whys. If you have people who really want to make a difference to the customer and a sales tool that can facilitate this process, you have to cross one over the other.
Customer needs need to speak louder
Expose the problem to your team. Didactically show where the process fails today and show how the software helps to correct those gaps. Therefore, take sales training focused on problem and solution. Direct. Immediate. So you will show the importance that a CRM has. The difference it makes in the sales routine and the impact it brings to customers. Point to point. Showing that for problem X there is solution Y. Ask your CRM implementation team for help if necessary. Consume help content. Conduct sales training and create this awareness in people who deal directly with the consumer. In this way, you will strengthen the CRM culture internally and this will be reflected in happier customers. And you know that satisfied customers like to spread good reviews around, right? So, how can we help you? If you have any doubts or want to know more about what a CRM can do for your team and your customers: TALK TO A CONSULTANT. Enjoy and read two articles that will help your company’s sales department be more productive. The first one has some ready-made sales scripts for every step of the process. The second talks about how to apply the 5S methodology and optimize working time in companies. Good sales!